Abstract:

The development of democracy, the spread of mass media and the voters' awareness have been increasing political competition. One of the conditions of a party to show a good performance under these conditions is to have an appropriate level of perceived market orientation. Conceptual and empirical studies about political market orientation have been done in small amount in foreign literature. Studies in Turkish literature are mostly about such issues as theoretical examination of the concept of political marketing, voter behavior and party applications. In this study, in order to resolve this gap, by making use of international commercial and political marketing literature, a conceptual model is proposed for the measurement of political market orientation levels of parties. This model is composed of attitudinal voter orientation, competition orientation, internal market and external market orientation and behavioral political market knowledge generation, knowledge sharing within the party, the party members' participation in decisions and consistent external communication elements. This literature work will provide support for empirical studies and practitioners will also benefit from the results of the research. Empirical studies to be conducted to determine the levels of market orientation of parties will shed light on which attitudinal and behavioral factors should be focused on to be successful in political market

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